Equus to handle Modicare ad campaign

Modicare plans to launch its advertising campaign in January. The campaign would be handled by ad agency Equus. It will focus on the company's new identity, products and the distributors. The campaign will run in print and on TV in English and Hindi, initially.

Apart from the new logo, the company would also come out with new packaging and its products would be made more high-performing.

According to industry sources the company was growing at the rate of 60 per cent per annum and was well on its way to reaching a Rs 1,000-crore target by the end of fiscal 2003. Its turnover now stands at Rs 250 crore. New marketing strategies, event-based promotions and new training programmes for distributors are expected to bring about this four-fold growth. It is also going to expand its presence in the personal care and cosmetics category.

The company now has 8.5 lakh distributors and has been adding around 20,000 more every month.